The Lego Movie Ad Break

To promote the Lego Movie, in which the whole world is made of Lego, PHD Media used the toy's transformative magic to turn other brands' advertising into the branded content for the film. The campaign was a 3:30 minute ad break that featured Lego remakes of existing ads by the British Heart Foundation, Confused.com, BT and Premier Inn. The idea was so appealing to the brands that each of them fronted their own production and media costs to be part of the campaign. Launched during a flagship ITV show, over six million people saw the ad break, with YouGov describing it as the best they've ever measured.

Credits

Digital Strategist

Lucy Barbour

Director

Simon Baker

Kevin Ulrich

Simon Baker

Fabian Moritz

Head of Broadcast

Daniel Barnes

Producer

Siobhan Woodrow

Ali Terrell

Leianna Campbell

Account Director

Neil Burling

Becky Smithson

Account Manager

Michael Bentley

Kleopatra Liourta

Managing Partner

Jennifer Fuller

Marketing Director

Alex Lewis

Danni Murray

Marketing Manager (Client)

Martin Gough

Media Manager

Susie Milburn

Daniel Baker

Planner

David Wilding

Media Agency

PHD

Client

Warner Bros.

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